A first-of-its-kind initiative in India, the film is conceptualised by Pramod Sharma and produced entirely using artificial intelligence.
Danone, a global leader in nutrition, health, and wellness, has partnered with Rediffusion and RAIDS to produce a groundbreaking digital film for its flagship brand Protinex-entirely created using artificial intelligence (AI).
This pioneering campaign aims to ignite a nationwide protein movement, encouraging millions across India to adopt better nutrition habits and incorporate Protinex protein powder into their daily diets for improved health and wellness.
A Danone India spokesperson said:
“India has one of the highest rates of protein deficiency globally, which severely impacts health, immunity, and productivity. Recognising the urgency of this issue, Danone India commissioned Rediffusion to create an innovative, high-impact digital brand anthem that connects with India’s diverse audience.
Protinex has always stood for better nutrition. With this AI-powered film, we are strengthening our mission to empower consumers through awareness and inspire them to prioritise protein in their everyday meals.”
Conceptualised and scripted by Pramod Sharma, National Creative Director at Rediffusion, along with his team, the film was executed end-to-end using cutting-edge AI tools.
Pramod Sharma shared:
“This project reflects both the agency’s and client’s commitment to future-forward storytelling. The use of AI enabled us to rapidly create compelling content with rich visuals and a strong narrative that highlights the transformational benefits of proper protein intake.”
Rishu Verma, Senior Vice President at Rediffusion, added:
“We’re proud to collaborate with Danone on this revolutionary campaign. By leveraging AI, we’ve created a film that not only informs but also motivates viewers to take action. This is a significant step forward for digital advertising and health communication in India.”
Carol Goyal, head of RAIDS, also commented:
“This AI film seamlessly fuses emotional storytelling with data-driven insights into protein’s vital role in health, growth, and immunity. It appeals across age groups and geographies-urban and rural alike. For us, the key achievement was making the AI-driven narrative feel truly real, and we believe we’ve accomplished that with Protinex.”
The Protinex film has been launched across major digital channels, including social media, video streaming platforms, and online health communities, aiming to drive widespread awareness and behavioural change nationwide.
